品牌危机中归因认知与风险偏好对购买意愿的影响

发布时间：2019-08-09 19:58

【摘要】：以顾客对产品感知伤害度为调节变量,研究归因认知与风险偏好对购买意愿影响的作用机制及路径过程,通过对上海市民进行抽样电话调查和实证研究,得出如下结论:在产品伤害事件中归因认知通过感知企业社会责任和品牌认同两个中介变量对品牌购买意愿产生影响,顾客风险偏好通过感知价值和品牌认同两个中介作用对品牌购买意愿产生影响,其中顾客风险偏好比归因认知对品牌购买意愿产生更大的影响;顾客对产品的感知伤害程度在归因认知与感知价值间具有显著调节作用,而在风险偏好与感知价值间的调节作用不明显。最后,根据该研究结论提出了关于品牌危机的公共策略和应对措施。
[Abstract]:Taking the customer's perceived injury degree as the adjustment variable, this paper studies the mechanism and path process of the influence of attributive cognition and risk preference on the purchase intention. Through the sampling telephone investigation and empirical research on the Shanghai citizens, it is concluded that the attributive cognition has an impact on the brand purchase intention through the perception of corporate social responsibility and brand identity in product injury events. Customer risk preference has an impact on brand purchase willingness through perceived value and brand identity, in which customer risk preference has a greater impact on brand purchase willingness than attributive cognition. The degree of customer perceived injury to the product plays a significant role in regulating the attributive cognition and perceived value, but the regulating effect between risk preference and perceived value is not obvious. Finally, according to the conclusions of the study, the public strategies and countermeasures of brand crisis are put forward.
【作者单位】：上海交通大学媒体与设计学院;上海交通大学安泰经济与管理学院;
【基金】：国家社会科学基金项目“基于大数据的突发危机中非官方正能量信息的挖掘与传播研究”(14BXW046) 教育部新世纪人才项目资助“中文网络论坛中突发事件传播模式比较分析及应用研究”(NCET-11-0337)阶段性成果
【分类号】：F713.55;F273.2;F272.3

【共引文献】